Omake (おまけ) refers to supplementary or bonus content included in Japanese media—primarily manga, anime, and video games—ranging from short comedic strips and alternate-universe scenarios to behind-the-scenes material and exclusive artwork, literally meaning “extra” or “bonus” in Japanese and serving as both a reward for dedicated consumers and a creative space where creators can experiment with characters and storylines outside the constraints of the main narrative.
These seemingly peripheral additions have developed into a substantial cultural practice within Japanese media industries, functioning as a relationship-building tool between creators and audiences while simultaneously expanding fictional universes, demonstrating how even supplemental content can become central to the consumption and appreciation of media narratives.
Origins and Meaning
The term omake derives from the Japanese word for “extra” or “bonus” (おまけ), originally referring to small gifts included with purchases—similar to the Western concept of a “baker’s dozen” or promotional giveaways. In media contexts, it evolved to describe content existing outside the main narrative but packaged alongside it.
Omake typically features:
- Content separate from the primary storyline
- Material often lighter or more comedic in tone
- Elements that may or may not be considered canonical
- Additional features rewarding consumer loyalty
- Creative explorations revealing new character dimensions
While Western media has similar concepts like DVD extras or post-credits scenes, omake occupies a more formalized and anticipated position in Japanese media, where audiences actively expect these additions as part of the complete experience.
The Evolution of Extras
Omake practices have transformed dramatically over decades of media development:
1960s-1970s: Early Beginnings
Manga tankobon (collected volumes) began including simple extras like author’s notes and rough sketches. Pioneering artists such as Osamu Tezuka occasionally added short bonus comics, establishing a foundation for supplementary content that was primarily informational rather than narrative-focused.
1980s: Finding Form
The practice became standardized in manga publishing, with series like Rumiko Takahashi’s “Urusei Yatsura” and “Ranma ½” featuring regular end-of-volume bonus comics. These playful, non-canonical scenarios established the fourth-wall-breaking quality that would become characteristic of many omake.
1990s: Medium Expansion
As anime adaptations flourished, omake migrated to new formats. OVAs included dedicated bonus segments, while anime series began incorporating short post-credits scenes. Manga omake grew more elaborate, sometimes featuring multi-page side stories. The emerging visual novel genre popularized extensive extras sections featuring artwork and character profiles.
2000s: Digital Transformation
DVD technology and digital distribution dramatically expanded omake possibilities. Anime series commonly included dedicated bonus episodes, while manga volumes reserved significant space for extra content that publishers actively promoted. Video games incorporated unlockable galleries and bonus scenarios, particularly in visual novels and JRPGs.
2010s-Present: Omake Everywhere
Contemporary omake spans countless platforms and formats. Digital distribution enables episodic omake releases between major publications. Social media allows creators to share mini-omake directly with fans. The concept now encompasses VTuber bonus streams, mobile game special scenarios, and transmedia extensions, while global anime fandom has increased international awareness of these practices.
Forms and Variations
Omake manifests differently across various media formats:
Manga Bonuses
- Four-panel comedy strips with out-of-continuity situations
- Creator commentary pages revealing production insights
- Expanded character information and statistics
- “What if” scenarios exploring alternative storylines
- Simplified chibi/SD comics featuring humorous character interactions
- Special collaborations with other creators’ characters
Anime Additions
- Short comedic segments following episode credits
- Standalone bonus episodes included with home releases
- Animated adaptations of manga’s omake comics
- Behind-the-scenes content featuring voice actors
- “Chibi Theater” presentations with miniaturized character versions
- Educational segments explaining the show’s concepts
Game Extras
- Concept art galleries and character model showcases
- Complete soundtrack players with commentary
- Non-canonical bonus scenarios and epilogues
- Developer interviews and production documentation
- Humorous “outtakes” featuring game characters
- Side games using main characters in different contexts
Cross-Media Content
- Audio dramas featuring the original voice cast
- Short stories appended to light novel chapters
- Special event narratives in tie-in mobile games
- Creator-sanctioned alternative character explorations
- Convention-exclusive material and limited distributions
The Narrative Purpose
Despite their supplementary nature, omake serve crucial storytelling and creative functions:
Emotional Balance
Serious works like “Fullmetal Alchemist” and “Attack on Titan” use comedic omake to counterbalance their darker primary narratives, providing emotional relief for both creators and audiences.
Character Exploration
The less restrictive format allows creators to reveal character traits that wouldn’t fit within main storylines. These glimpses often influence how audiences perceive characters in the primary narrative.
World Enrichment
Omake introduces worldbuilding details that enhance the fictional universe without disrupting the main story’s pacing. Series like “One Piece” regularly use omake to explain background elements that support the broader narrative.
Creative Freedom
The format gives creators space for experimentation outside commercial pressures. Many manga artists use omake to try different art styles or share personal thoughts that wouldn’t fit the main series tone.
Testing Grounds
The ambiguous canonical status allows creators to test concepts without commitment. Several major developments in series like “Bleach” and “Naruto” first appeared in omake before integration into the main storyline.
Fan Connection
Omake directly responds to audience interests, often addressing popular character relationships or answering common questions, creating dialogue between creators and fans.
Industry Impact
The omake tradition has significantly shaped media production and consumption practices:
Purchase Motivation
Japanese consumers expect omake content, particularly with physical media purchases. This expectation has influenced publishing strategies, with companies using exclusive extras to drive sales in an increasingly digital marketplace.
Collector Culture
Limited edition omake content fuels collector behavior within anime and manga fandom. Special volumes with exclusive bonus material often prompt multiple purchases of essentially the same core content.
Production Integration
Anime studios now incorporate omake creation into standard production workflows, sometimes with dedicated teams creating bonus content alongside the main series development.
Localization Challenges
As Japanese media gained global popularity, translation companies encountered difficulties rendering culturally-specific omake humor for international audiences, leading to evolving localization practices.
Digital Transformation
Online platforms have revolutionized omake distribution, with creators releasing regular bonus content through social media or dedicated applications, changing fan engagement from volume-based to continuous interaction.
Merchandise Development
Omake frequently introduces concepts that become merchandise opportunities, such as chibi character versions or alternative outfits, creating synergy between creative content and commercial products.
Influential Examples
Several noteworthy implementations have shaped how omake functions across media:
Fullmetal Alchemist: Brotherhood
The “4-Koma Theater” segments after episodes became beloved for their stark contrast with the series’ serious themes. These lighthearted vignettes influenced countless anime to include similar post-credit sequences.
Gintama
This series regularly blurs distinctions between main content and omake, with entire episodes adopting fourth-wall-breaking qualities typical of bonus material. This approach has inspired creators to integrate omake sensibilities into primary narratives.
Neon Genesis Evangelion
The “Alternative Dating Game” omake included with some releases presented a radical departure from the psychological drama of the main series, demonstrating how bonus content could provide emotional counterbalance to intense narratives.
Fate/Grand Order
This mobile game’s implementation of mini-scenario omake between major story chapters significantly influenced the gacha game industry, establishing player expectations for regular narrative bonuses.
Haikyuu!!
Furudate’s volleyball manga featured detailed statistical player profiles as omake, establishing a pattern followed by many sports series and inspiring deep fan engagement with these numerical character representations.
Production Realities
Creating omake involves specific production considerations across different media:
Manga Development
Creators often produce omake during breaks between major chapter deadlines, typically using simpler art styles to reduce workload. These segments frequently allow assistant artists more prominent roles and generally receive less editorial scrutiny than main storylines.
Anime Production
Studios commonly assign omake to junior animators as training opportunities, using simplified character models and limited animation techniques. Voice recording typically occurs during main production sessions to optimize costs, while concepts cut from the primary narrative may find new life as omake content.
Game Implementation
Developers create omake alongside the main game but prioritize it later in production, often repurposing existing assets in new contexts to manage resources. These extras typically become unlockable content encouraging replay or post-release downloadable material extending the game’s lifespan.
Cross-Media Coordination
Omake planning across multiple formats requires careful timing to maintain audience engagement, consistent character portrayal across platforms, and consideration of how bonus content might impact canonical understanding of the narrative universe.
Omake Goes International
As Japanese media gained global popularity, omake practices have influenced international content creation:
Translation Communities
Dedicated fan groups now specialize in translating omake content often overlooked by official localization, filling knowledge gaps for international audiences.
Western Adoption
American comics and animation have increasingly incorporated similar bonus features, with Marvel’s post-credit scenes and Cartoon Network’s extra shorts reflecting omake influence.
Fan Expectations
International audiences now anticipate bonus content with their media purchases, creating market pressure for localization companies to include omake materials.
Creative Practices
Western fan communities have adopted omake-style approaches in their creative works, with fanfiction writers creating “bonus chapters” and artists producing chibi versions of characters.
Global Discourse
Omake content now generates significant discussion in international fan spaces, with these “extras” often becoming central to cross-cultural conversation about series.
The omake tradition demonstrates how supposedly supplementary content can transcend its “extra” status to become integral to media experiences. What began as simple bonus material has evolved into a sophisticated practice enhancing storytelling, strengthening creator-audience relationships, and expanding fictional worlds.